In order to combat declining attendance at races, NASCAR is looking to tap into a new demographic of fans by teaming up with Fox Deportes to attract more Latino race fans. Starting with the 2013 season, Fox Deportes will provide coverage for 15 Sprint Cup races including six live races as well as creating original programs and news updates for the sport.
According to NASCAR.com, Fox Deportes is the top Latino sports network in the U.S. and the network already covers Formula One racing, but this deal will bring NASCAR's most prestigious Sprint Cup Series to Spanish-speaking fans. Not surprisingly, the live broadcasts will come from the sport's most popular venues including Talladega and Bristol and Daytona – including the 2013 Daytona 500 and Daytona Shootout – which will mark the first time there will be a Spanish-speaking broadcast for "The Great American Race."
More than just race coverage, Fox Deportes will also create a series of original shows including four 30-minute productions that aim to introduce Latino race fans to the history of stock car racing.